ESSENCE OF COLOUR
- Mehak Soneja
- Sep 7, 2020
- 9 min read
Updated: Oct 4, 2020
Color plays a critical role in our everyday life. Color can sway thinking, change actions, and cause reactions. Color can attract any individual’s attention or change their mood. It can cause irritation or soothe your eyes. In this module, we are going to explore and discover the Essence of Color.
THE COLOUR ASSIGNED TO ME IS RED.
GRADATION OF RED
PRE TASK
LINK TO THE PRE-TASK:https://drive.google.com/drive/folders/1-9rAHqC_lijmFEkOWTFsyG_MEoDJie45?usp=sharing
CATEGORIES OF OBJECT I COLLECTED:
1.CHARACTERS
2.CULTURAL
3.FLAGS
4.FOOD ITEMS
5.LOGOS
6.SIGNS
7.OTHERS
DAY 1: COLOUR DIRECTORY
TASK 1:COLOUR EXTRACTION
In this task,we were supposed to choose objects which are universally associated with the given colour (i.e.Red) and create swatches according to that object.
I REALISED THAT I FACED A LITTLE DIFFICULTY IN MATCHING THE OBJECT COLOUR WITH MY SWATCH BECAUSE IT WAS A LITTLE HARD TO UNDERSTAND A PARTICULAR SHADE AS MOSTLY ALL THE OBJECTS HAD A LOT OF RED TONES IN IT.
1.APPLE
FINAL SWATCH:SOOTHING RED
2.POMEGRANATE
FINAL SWATCH:PINKY RED
3.TOMATO
FINAL SWATCH:CALMING RED
4.JAM
FINAL SWATCH:BLOODY RED
5.BLOOD
FINAL SWATCH:HALLOWEEN RED
6.RED CHILLY POWDER
FINAL SWATCH:SOOTHING RED
7.BINDI
FINALLY SWATCH:FASHIONABLE RED
8.PENCIL COLOUR PACK
FINAL COLOUR:ANNOYING BRIGHT RED
9.WATERMELON
FINAL SWATCH-BARBIE PINK
10.MAULI
FINAL SWATCH:TIKKA RED
DAY 2:COLOUR DIRECTORY
TASK 2:INQUIRY OF COLOUR
Today we continued working on our colour swatches and even discussed about the symbolism/emotions/feelings that are associated with each colour extraction,we even had a interactive peer session where all of us discussed about the questions we had in our mind related to colours(like why is leather ball red?)
11.LEATHER BALL
FINAL SWATCH:CALMING RED
12.RED WINE
FINAL SWATCH:HORROR RED
13.BEETROOT
FINAL SWATCH:RUBY RED
14.PIZZA SAUCE
FINAL SWATCH:TOMATO RED
15.RED LAYS
FINAL SWATCH:HOT RED
16.CHERRY
FINAL SWATCH:BURGUNDY RED
17.RED SOIL
FINAL SWATCH:RUBY STONE
18.KFC LOGO
FINAL SWATCH:ANGELIC RED
19.ROOHAFZA
FINAL SWATCH:BLOOD MARY RED
20.LADY BUG
FINAL SWATCH:GOD RED
21.RED ANT
FINAL SWATCH:SUBTLE RED
22.COCA-COLA
FINAL SWATCH:PEACEFUL RED
23.WARNING SIGN
FINAL SWATCH:MICKEY MOUSE RED
24.MCD LOGO
FINAL SWATCH:SCARY RED
25.GEORGIA FLAG
FINAL SWATCH:ROSE RED
COLOUR IN SIGHT
LINK TO THE VIDEO- https://youtu.be/IhmoFo3cGDQ
Colour In Sight brings together 11 experts of the industry, gathered around one powerful, little detail: colour. They explore how top brands—ranging from Nike and Pantone to OPI and Herman Miller—think about and use colour in the most effective and compelling way. By hearing their own experiences, the goal is to bring about an appreciation for the detail of colour selection and how it can have a large impact on the perception of products and services enjoyed by many.
In this video I observed that “colour” can set a total mood for someone, either it can be very attracting to a person or maybe not at all attractive.We all have a specific perspective for different colours.As shown in the video,shoes representing the flag colour and that cheetah print sort of motivated the athlete.For eg, some people consider red as a colour of “love” and certain people consider it as a “danger” colour.Brands do use colours which certainly would match the mood of the customer, something that would attract them and a instant “wow” from them.Infact we use colour to express how we feel. Colour sort of helps us to communicate without words, communication tool for expressing emotions.
DAY 3
TASK 3:EXPLORING COLOUR ASSOCIATIONS
ON DAY 3,WE WERE ALLOTTED A GROUP.MY GROUP MEMBERS WERE ABSENT SO I WORKED INDIVIDUALLY.I MADE A LIST OF THE ASSOCIATIONS WITH RED COLOUR ON GOOGLE SHEETS AND FURTHER CATEGORISED IT INTO;LOGO,
FOOD(NATURAL,MAN-MADE,BEVERAGES),FEELINGS,SOCIAL,CULTURAL,POLITICAL,
ART/LITERATURE/CHARACTERS,SCIENCE & TECH,ECOLOGICAL AND OTHERS.
AFTER I COMPLETED THIS LIST,I STARTED WORKING ON MY MIND MAP ON THE BASIS OF THIS GOOGLE SHEET,WE USED THE APP-MIRO FOR THE SAME.MIRO WAS COMPLETELY A NEW THING TO TRY IN FACT CREATING A MIND MAP ITSELF WAS A NEW THING FOR ME BUT I JUST LOVED THE PROCESS.
CLICK THE IMAGE DOWN BELOW TO SEE MY MIND MAP AND YOU CAN SEE THE ZOOMED IN PICTURES OF MY MAP(JUST SWIPE LEFT)->
LINK TO VIEW MY MIND MAP~https://miro.com/app/board/o9J_klr0l8I=/
AFTER COMPLETING WE SPLITTED INTO SMALLER GROUPS,I WAS WITH IKPREET & MEHAL.WE SAW EACH OTHER'S MIND MAP AND SHARED WHAT WE ALL CAN QUESTIONS WE CAN ADD.
I REALLY ENJOYED THIS WHOLE PROCESS!
DOWN BELOW ARE THE SOURCES I GATHERED THE INFORMATION FROM:
link to the sources(for the URLs)~ https://iiaddelhi-my.sharepoint.com/:p:/g/personal/mehak_soneja20_iiad_edu_in/EX0EVESj_zFCirouK9oOc5QB23pk4zo1U3HtYSdiibV4lQ?e=bDhouS
DAY 4:COLOUR IN 72 MM
In this task we were supposed to select one movie/ series based on our assigned colour.
I CHOSE YEH JAWAANI HAI DEEWANI (YJHD) TO DEPICT MY COLOUR~RED
I personally think that this movie doesn’t need any introduction,right? A movie I believe no one can hate.
This scene, basically an introduction of Kabir Thapar aka Ranbir Kapoor in the movie, having red lighting in the background to depict sort of an enjoying and party sort of environment in the particular scene.
This scene, a beautiful scene having Aditi aka Kalki and Naina aka Deepika, where Aditi is getting married and even more beautiful is the colour red. Bridals wearing red on their marriage as a symbol of prosperity and love the same as Aditi in this scene.
This scene depicts red as a passionate colour, Kabir living the life he always wanted and enjoying his life in abroad, so red here depicts his passionate and joyful life, he always wanted!
Okay so this red, made me excited! This scene depicting red as excitement and joyful colour, giving a party vibe to the viewers.This scene depicting a concert sort of a feeling and people grooving all around.
This scene depicts red again as a joyful colour all of them joyful enjoying Holi all together.
The last scene I’d like to share with all of you, not only having red but also beautifully portraying analogous colour scheme, how beautiful this looks!
REFLECTIVE WRITING
1.THE FUNDAMENTALS OF COLOUR THEORY
Colour theory
Colour theory is both the science and art of using color. It explains how match or contrast with each other. Color theory also involves the messages colors communicate; and the methods used to replicate color.In color theory, colors are organized on a color wheel and grouped into 3 categories: primary colors, secondary colors and tertiary colors.
Understanding colour
Our eyes see something (the sky, for example), and data sent from our eyes to our brains tells us it’s a certain color (blue).Objects reflect light in different combinations of wavelengths. Our brains pick up on those wavelength combinations and translate them into the phenomenon we call color.
RGB: the addictive colour mixing model
RGB Consists of red,green and blue colour.Colour mixing model helps us to create colours of various intensities.The more light you add, the brighter the color mix becomes. If you mix all three colors of light, you get pure,white light.TVs, screens and projectors use RGB.
CMYK: the subtractive color mixing model
Any colour you see on physical surface like paper,packaging,etc uses CMYK.Before,the primary colours(red yellow & blue) were used in CMYK but as the colour printing emerged it replaced to cyan,magneta,yellow and key/black(CMYK).
The colour wheel
• The first color wheel was designed by Sir Isaac Newton in 1666
• The color wheel consists of three primary colors (red, yellow, blue)
• three secondary colors (colors created when primary colors are mixed: green,orange,purple)
• six tertiary colors (colors made from primary and secondary colors, such as blue-green or red-violet).
• Warm colours depicts energy,Brightness and action
• Cold colours depicts calmness,serenity and peace.
Hue, shade, tint and tone
Colour schemes
WHY ARE COLOUR SCHEMES IMPORTANT?
• Branding
• Marketing
• Sales
1.Color can be defined by natural aspects (sky,grass,water) , commercial significance (brand logos etc.) , emotional connections or instincts or information signals. We often make unconscious judgements about a person or an environment within 90 second of initial viewing and these decisions are dependent upon color only while not being explicitly aware about of its symbolism.
2.Literature holds a major role in color symbolism. For eg, In Chinascope the author has written about popular color uses in Chinese culture and how they are associated. Similarly, in Military Review the author has discussed about colour symbolism and roots among Islamic cultures.
3.Humans have Seven Basic Emotions:- happiness, anger,contempt,disgust,sadness,fear and surprise and Eight Basic Life Events:- birth, weddings, divorce, wealth, poverty,work,education and death. Both of these contracts are directly or indirectly associated to colour.(Paul Ekman in Emotions Revealed)
4.Color symbolism is highly dependent upon Cultural Geographical Origins. eg:- In India white colour is a symbolism of mourning where as in Western culture it is associated with weddings.
5.According to the Survey taken by Andrews University five constructs:- contempt, disgust, happiness,birth and wealth all exhibit characteristics of being culturally dependent.
COLOR PSYCHOLOGY-
Famous color theory “Rose of Temperature” by Galen in which different colors was specified to different types of people-;
· CHOLERIC “bad tempered”
(RED/ORANGE/YELLOW)- tyrants, heroes, adventurers
· SANGUINE “optimistic”
(YELLOW/GREEN/BLUE)- hedonists, lovers, poets
· PHLEGAMATIC “unemotional and calm”
(CYAN/BLUE/VIOLET)- public speakers, historians
· MELANCHOLIC “feeling or expressing sadness”
(VIOLET/MEGANTA/RED)- philosophers, pedants, ruler
EFFECT OF COLOR ON BRAIN
Blue color is most widely used in mental therapy. In Japan, trains are painted blue which helped to reduce suicide in public spaces by 75%.
COLOR IN BUDDHISM
Flag of Buddhism have 6bands and each band have different colors-
1. BLUE- The spirit of universal compassion.
2. YELLOW- The middle way
3. RED- The blessings of practice
4. WHITE- Purity of Dhamma
5. ORANGE- Wisdom of Buddha teachings
6. MIXTURE OF ALL FIVE BANDS- Truth of Buddha teachings PABBHASSARA ( essence of light)
COMIC BOOK AND COLOR
Color used for heroes and reason
· RED- fighting instinct
· BLUE- calmness
· YELLOW- positive thinking and confidence
Color used for villains- BLACK and GREY or dark tones of colors
Another reason- in old times there were less choice of colors in printing so red, yellow and blue for heroes and black, grey and dark grey for villains.
EMOTIONAL EXPERIENCE AND COLORS-
Every person has its own choice of colors and their way of thinking about that color. Ex- Some people choose blue as calming but other choose it as sadness.
4. Considerations Regarding the Use and Role of Colour in Marketing
The identity of a brand is fixed in memory by associative mechanisms. This is evident in global companies: British Petroleum (green), Hershey's Chocolate (brown), Cadburys Chocolate (purple), Kodak (yellow), Coca Cola (red), Tide (orange) and John Deere (green)
Another example shows that white color symbolizes mourning in Eastern Asia, but happiness and purity in Australia, New Zealand and the U.S.Blue is the most popular color in the U.S.and most often used by corporates. It is perceived as cold and demonic in Eastern Asia, as warm in the Netherlands, as cold in Sweden. Blue symbolizes death in Iran, purity in India.It shows femininity in Belgium and the Netherlands, but masculinity in Sweden and the USA.
The colors and contrasts decrease in intensity in the areas with very bright sun. For example, people living at the equator have a better sight, due to a larger number of rod cells on retina. People interact with people and objects in approx. 90 seconds, 62-90% of this process being based solely on color. So, use of color can contribute not only to differentiate brands, but also influences buyer's feelings (positively or negatively) and finally the buyer's attitude towards the product. It is necessary for managers to understand the importance of color in marketing, as feelings and moods are unstable and color plays an important role in shaping attitudes. An interesting case is that of Apple Computer, which introduced color on a market where it was not used. Selling colorful iMac computers has led to a renewed brand, which had already suffered losses of $ 1.8 billion in two years. A study made by Xerox Corporation revealed that 92% of respondents think that the presence of color determines the quality of an image to impress, 90% think that color can attract new customers, 90% think that the audience remembers best color presentations and documents, 83 % that color gives an appearance of success.
DAY 5
TASK 7: UNDERSTANDING INTERPRETATION AND PERCEPTION BASED ON INTERACTIONS AND APPLICATION
Q1.How Colours behave on different materials and surfaces?
Mediums used:
• Poster paints
• Oil pastels
• Water colours
• Pencil colours
Q2. how colour behaves under different light sources and conditions?
Q3. How one colour visually interact with other colours?
Q4. How to perception of meaning/communication of colour changes with the density of pigment?
TASK 8 : UNDERSTANDING HOW DIFFERENT INDIVIDUAL PERCEIVE RED COLOR
I conducted a survey to find out the different perceptions of people around us about the color- red and then further analyse the results.
QUESTIONS
RESPONSES
DAY 6 : CONCLUDING THE PROJECT
TASK 9 : REFLECTION 2
In the last 5 days of exploring colours, I learned a lot. The research, videos & discussions expanded my knowledge a lot and changed my perception towards colours & now I'll be seeing colours in a completely different perspective. Every task has educated me more about colours. I got to know about how a colour's meaning and perspective varies person to person, their different vibes and associations, the symbolism, their importance in the design and marketing world which I really never paid attention to before.This project even made me watch movies from a completely different perspective.I read the history of red,i read that red pigment made from ochre was one of the first colours used in prehistoric art.
When we started with the colour swatches, I wasn't really sure about what exactly it's gonna tell us but then I understood that how every project has its own 'red'.Every swatch has its own vibe and perspective. Like I started making a swatch for pomegranate and it was like blood-red giving that scary and deep vibe whereas the last swatch was like sort of pastel colour and gave a completely different vibe which was calming and natural.
This project indeed changed my psychological perspective of viewing colours. I learned how colour can either make a product "hit" or a total "fail" in the design industry.
I also learned how colours play an important role in cinematography, how colour can showcase a mood or emotion in a scene or movie.
I finally know about "colour wheel" and "colour schemes" ,which I could never understand but I finally did!!
THANK YOU,HAVE A GREAT DAY!
Loved it!
Mehak you have done a good job on the blog post. You have covered every task we did starting from pre-task to Day 1 & 2. The quality of colour swatches is good. Yet you must also add all the 25 colour extraction done for the Colour Directory.